mobile research in emerging markets - confirmit
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Presented by Miguel Ramos, Mobile Practice Lead, Confirmit at Market Research in the Mobile World Europe 8 - 11 October 2013, London, Europe This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.netTRANSCRIPT
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October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
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MEDIA & ASSOCIATION PARTNERS
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Copyright © 2013 Confirmit. All Rights Reserved
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Mobile research in
emerging markets
Miguel Ramos, TAM Mobile Solutions
Heineken goes mobile in Africa & the Middle East
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96% Global Mobile-Cellular Penetration Rates
128% in developed countries
89% in developing countries
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More than an alternate
collection channel
Insights you can’t capture any other
way
One Size doesn’t fit all
Confusing
fragmented landscape
Get It right or fail
Immediate, personal
timely, relevant
Piece of a Large Puzzle
Fully Integrated
seamless journey
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Multi-Country
Shift from Personalisation to Contextualisation
Contextualisation demands common data collection and analysis
Multi-Mode
Multi-Screen
Multi-Device
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Case Study
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A long history, some landmarks...
★ 1900 Heineken imported its first beer
★ 1923 DRC, the first brewery
★ 1946 Entering Nigeria
★ 2003 Entering Egypt
★ 2007 South Africa, greenfield brewery, now operational
★2010 Acquisition of SONA Nigeria
★2011 Acquisition of Harare and Bedele (Ethiopia)
Total African footprint
★ 20 countries
★ 34 breweries (consolidated)
★17breweries (managed)
★ 4 soft drink plants
★ 2 malteries
★ 2 packaging plants (1 glass, 1 plastic)
★ 2 wineries
★ 1 distillery
★ Export to virtually all countries
BREWERY FOOTPRINT
Consolidated
Managed
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-0.0% -1.0% +0.9%
+2.9%
+4.1%
+5.4%
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• What are the top volume outlets?
• What are the most popular pack types in channel X?
• How does our prices compare with the competition in channel Y?
• Is our distribution sufficient for each channel?
• How many outlets are suitable for a trade promotion of brand X?
• Which brand should we promote in which outlet?
• Where should we locate distribution centers?
• Which outlets should be externally branded
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• Largest Trade Census in Heineken
• Digital data capturing GPS coordinates of all outlets
• Deep consumer and customer insights unveiled
• Business actions taken
• Branding
• Sales routing
• Finding the gaps
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Miguel Ramos, Mobile Practice Lead
Thank You
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WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS
WORKSHOP SPONSORS SILVER SPONSORS
PREMIERE SPONSOR
APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR
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WWW.MRMW.NET
MEDIA & ASSOCIATION PARTNERS
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October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry